Branding: it’s what every employer does to find and keep clients. Many companies spend a lot of time, money and energy developing their marketing brand. After all, without customers, there would be no business.

However, how many companies spend the same amount of time, money and energy creating their employer brand, or telling their story of what it is that makes them a great place to work so that they can find and keep top talent? Without the right people in the right positions doing the right things, how can your company be successful?

The ones that invest in their employer brand set themselves apart from the pack.  The rest just blend all together.  In times of tight labour shortages, your business can’t afford to be a part of the pack.

What forms do employer branding take? One place that employers often start with is their vision and mission statement. Let’s take an example to see how effective an exercise that is.

The following vision and mission statement is from a well-known company.  Can you guess whose?

Vision: To be the quality leader in everything we do.

Mission: To deliver superior quality products and services for our customers and communities through leadership, innovation, and partnerships.

And the answer? (Drum roll…..) Wendy’s

That’s right. The fast food outlet.   How unique a branding exercise was that? Not very. Those statements could be used by literally millions of companies. How excited would you be to work for that company? Not likely.

Creating your employer brand often means focusing on the key attributes that attract clients. Google and Apple are not only highly successful marketing brands, they’re also highly effective employer brands. People want to be a part of them, either as clients, employees, suppliers, etc.

Contact one of our HR consultants to learn more about how creating your employer brand can be a strategic tool for you in the competition for top talent.


Copyright 2008 Clear HR Consulting Inc. All rights reserved.